The latest innovations in Social Media Advertising

Dan Benyamin

Recent Posts

Facebook has always been great at providing a plethora of information to marketers about audience engagement on their pages. Just a few weeks ago, in fact, Facebook updated over a dozen metrics and reporting insights.

Most web technologies, from a common web search to sophisticated article summarization techniques found in Google News, use the content and links on webpages for content. In a relatively short amount of time, however, the social web has grown to eclipse the size of the entire web (there have been over 300B Tweets written, whereas Google’s search index is around 500B pages).

Finding top people is never easy, and while CitizenNet has always been very technology focused, we have taken a very considered approach to adding members to our senior business team. This is why we are excited to announce that Jyri Kidwell has joined CitizenNet as Head of Business Development and Marketing. While Jyri brings deep industry Ad tech knowledge, he really has startup DNA in his blood.

The concepts of reach and frequency have been mainstays of measuring brand advertising for decades, popularized back in the early 60’s in Leo Bogart’s book “Strategy in Advertising”. As advertising mediums pre-Internet have been fairly static, the measures of reach, frequency and GRPs have evolved only slightly since the time of Mad Men.

Over the past few weeks we have been busy working with our customers on our Audience Map product, and have made dozens of tweaks based on this feedback. One of the more interesting additions is frequency, reach, and GRP reporting at an audience segment level. That means the platform will account for reach and frequency by the people you are reaching, not by how you have campaigns setup.

Following up on our recently granted patent on social search is another patent just granted by the USPTO. This invention addresses challenges in categorizing social media messages, the principal of which is that they tend to be very short, which throws off a lot of tried-and-true text processing techniques.

Invariably, digital media planners would need to utilize spreadsheets to insure proper budgeting and flighting of campaigns. While spreadsheets are clearly flexible, they can cause lots of sources of human error. You may incorrectly type a date that’s in the past, or a budget that’s off a decimal place. In order to understand spending pace, you would need to copy or import spend amounts from Facebook, and there’s no runtime check that your total Facebook budget doesn’t exceed your bank account. Lastly, while spreadsheets give you flexibility for planning media ahead of time, you would need re-create that same information in Facebook.